Overheard on the radio earlier this week while doing some business in Los Angeles:
"Visit your Southern California Mercedes dealer today. Because around here, you have to like what you drive."
If you ask me, that's a smart sales pitch. If you've ever spent any significant time in Southern California and the Los Angeles area, you know that image is everything. Mercedes (NYSE: DCX)dealers have bypassed talk about interest rates, safety, reliability...everything.
Their new argument hits right at the heart of any true Southern Californian: You HAVE to like what you drive.
It's an emotional appeal. I actually caught myself wondering, "Do I like what I drive?" It was an effective ad, with an effective appeal to the listener's emotions. If you're looking for a great way to approach your customers, look for a way to push a few of their emotional buttons.
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